Advanced Television

Ooyala powers multiscreen SVoD service from Hallmark Cards subsidiary Feeln

December 7, 2015

Feeln, a subscription video streaming service from Hallmark Cards, is now streaming its curated collection of hit Hollywood feature films, the exclusive Hallmark Hall of Fame library and Feeln-originals including their latest series, Breaking Bread with Brooke Burke, to Amazon streaming devices including Amazon Fire TV and Fire TV Stick, and select Fire tablets including the new Fire HD 10, Fire HD 8 and Fire.  Feeln chose Ooyala, a Telstra subsidiary and a leading innovator in premium video publishing, analytics and monetization, as a key partner to power their experience across devices, seeing impressive growth and viewership on iOS and Android, and now expanding to the Amazon device family.

With Ooyala, Feeln has been able to broaden their reach to an array of new devices that continue to attract a burgeoning digital boomer audience.  And, with in-depth analytics and insights empowered by Ooyala IQ, its analytics platform, Feeln is better able to understand how their audience is engaging with content, on what screens, where, what time and more.  This allows them to make better business decisions about current distribution strategy as well as future content-licensing or production decisions.

“We set out at the beginning of this year to not only expand Feeln’s distribution to more devices, but to also create an all-new and distinct user experience catered to our unique audience base,” said Harry Lang, Director of Product at Feeln. “Ooyala’s publishing platform has been a key factor in Feeln’s ability to scale up and deliver the best possible streaming experience across all devices to our growing customer base.”

Research analyst MTM forecasts that premium OTT revenues will grow from $4 billion in 2014 to between $812 billion by 2018.  Further, that niche OTT (over-the-top) subscription services will take 35 per cent of the market share away from mainstream OTT providers by 2018.

This will be driven as the adoption for OTT SVoD services increase, more content options become available on the market and, in particular, niche content providers expand their offerings for their existing customer base.

“Feeln is an exemplary example of a well positioned, very strategic OTT offering on the market,” said Caitlin Spaan, Senior Vice President of Marketing, Ooyala.  “They are laser focused on who their audience is, know what they want to watch and how they want to watch it.  Where major streaming services like Netflix are required to make content decisions based on the interests of the masses, Feeln can hand pick content to match what their audience loves, is willing to pay for and at a price-point that makes them successful.”

Feeln can currently be found on internet-connected devices including computers, iOS devices (iPhone, iPad and iPod touch), Apple TV, Android phones & tablets, Android TV, Chromecast, Amazon Fire TV and Fire tablets, Roku, Xbox 360, Sony TVs & Blu-Ray Players and Samsung TVs & Blu-Ray players.

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